From KPIs and Dashboards to Customer Centricity and beyond

@aureliepols
From KPIs & dashboards to
Customer Centricity and beyond
January 30th
2014
Aurélie Pols
Something (Digital) Analytics Europe
Chief Visionary Officer & Founder
@aureliepols

@aureliepols
The confessions of a European analyst
 Grew up in the Netherlands, Dutch passport
 French mother tongue
 Most of my friends are bilingual at least!
 Have Polish & Russian origins
 Set-up my first start-up in Belgium in 2003
 Sold it to a UK agency, Digitas LBi (Publicis), in 2008
 Moved to Spain in 2009 – I understand Spanish ;-)
 Created Mind Your Group (Putting Your Data to Work) + sister company Mind
Your Privacy in 2012 (yes, law firm – Data Science Protected)

@aureliepols
Expectations: useful take aways, promised!

@aureliepols
Data collection & tools

@aureliepols
Analitica web history
Source:
http://blog.clicktale.com/
wp-
content/uploads/2010/11/
pngtimeline.png

@aureliepols
My debut: webtrends log analyzer 6.0

@aureliepols
It’s raining… data

@aureliepols
First take aways
 There was a (more difficult?) life before
Google Analytics
 Staffing for a free tool is really, really hard!
 Suggested readings:
- WP 2000: Business Metrics for the New Economy by Jim
Sterne and Matt Cutler
- Gary Angel’s blog: semphonic.blog.com
 Suggested event: DA Hub, Berlin June 2014

@aureliepols
Choose a tool & stick with it!
Tools are long journeys
Don’t switch for the new
shiny object
Stop blaming the tool
Dig in & build!

@aureliepols
Relentlessly build Trust in your data (I)
Data collection
Most of the data collection still works through tagging
-Review your data collection process: are you agile
enough or not?
- Ask yourself how often you can’t answer a business
question because it’s not tagged
- Is this a problem for business decision makers or not?
-Could a Tag Management Solution solve your issue?
-Could bribing your marcom colleagues help?
(traffic acquisition)

@aureliepols
Tag Management & APIs facilitate automation
 Get to know the management
API
 Understand tag management
systems, their approaches,
their limitations
 Design your tags to be as
efficient and consistent as
possible. Intelligent tag
management implementation
drives intelligent data
Slide borrowed from Rachel Sweeney @iProspectUK @Superweek2014

@aureliepols
Relentlessly build Trust in your data (II)
 Data quality
- Do you have a quality assurance process?
Aurélie, we need to change the
tool, the business users don’t
trust the data anymore
Source:
http://fc05.deviantart.net/fs70/f/2013/102/8/5/mettre_sa_main_au_feu_by_arumanke-d61
Spain, be extra-careful: the
penetration rate of content
management solutions is lower
than in Northern Europe!

@aureliepols
Controlled Consistency
 So many things that cannot be
consistent, it is so important that changes
are made to become consistent.
 Naming conventions, account structures,
campaign separations must all be as
consistent as possible
 Regular (automated) auditing will show
where inconsistencies are as inconsistent
data can devalue insight.

@aureliepols
Some insights can be automated
 Get to know the reporting API
 Create dashboards that don’t just
report
 Define what regular insight may be useful and create
mathematical models/ quick and dirty spread sheets to
free time
 Insights from good data are far easier to pull than
insights from problematic data
WIN TIME!

@aureliepols
Last but not least: tag everything?
TEAM KPI*
*However we always track a
few other cool things
Slide borrowed from Rachel Sweeney
@iProspectUK @Superweek2014
Stitching the data together

@aureliepols
End of data collection & tools
Let’s talk about
Data Packaging for business users

@aureliepols
metrics, KPIs, dashboards
Want KPIs? Type in “Big Book of KPIs filetype:xls”

@aureliepols
Want dashboards?
 Inside or outside the tool? => APIs
 Invest in Data Vizualization tools
if this is needed for adoption & change!

@aureliepols
Some like objectives in buckets
 Bucket data requirements:
- Site usability and functionality
- Site Performance
- Campaign Performance
 List your KPIs and audit what data is needed and from what source. Also list
your stakeholders, client, agency, internal, external, names, positions,
experience.
Slide borrowed from
Rachel Sweeney
@iProspectUK
@Superweek2014

@aureliepols
Others go through attributing responsibility

@aureliepols
And defining micro & macro goals

@aureliepols
To then define who is responsible for which KPI

@aureliepols
It’s all about drawing a line in the sand

@aureliepols
Acting on the findings is still difficult

@aureliepols
However you package your data, it’s about taking action!

@aureliepols
Actions always solve for the 3 objectives
Increase revenue
Decrease costs
Increase customer
satisfaction
Net Promoter Score

@aureliepols
Your typical objectives
 Decrease cost of traffic acquisition efforts
- Typically your bannering campaigns, often through landing pages,
integrating campaign tags & costs => usually collaboration with media
agency
- Email campaigns (done internally or externally, hopefully segmented + opt-
in), integrating campaign tags & measuring open rates, click through rates
(tag the links!) & conversion
- SEM, PPC, etc. Etc.
- Social media efforts if they are used for traffic acquisition
- Other types of advertising, TV for eg. (see next slide), if you get hold of the
media planning
- Attribution modeling  

@aureliepols
TV spots – not perfect but better than nothing

@aureliepols
Your typical objectives (II)
 Increase conversion rates (CRO)
- Funnel steps analysis
- A/B or MVT testing
- Segmentation
- Outlier analysis?
- etc. Etc etc.
 Or mix traffic acquisition with
CRO

@aureliepols
Other examples of stuff you can do

@aureliepols
Example 1 – Fixing 404 Error Pages
 Set up required tracking
- URLs & referrers for 404 error pages
- Any tool, any method
 Create custom reports
 List all URLs resulting in 404 error pages
 List all referrers leading to 404 error pages
 Cross reference the URLs and referrers
 Sort in priority order, hunt down & fix problems
 Otherwise known as See This, Do That
Slide borrowed from Peter O’Neill @peter_oneill @Superweek2014

@aureliepols
A quick detour to talk about monetization

@aureliepols
Prioritizing opportunities through monetization
 What’s the value of a lead?

@aureliepols
What’s the value of a visit?
 Have you ever compared this to what your company pays
to acquire traffic?

@aureliepols
Want something to change?
 Put a value on it (€€€€) & blame someone for not getting
the job done!

@aureliepols
Don’t know which change to ask for first?
 Build a spreadsheet and work with hypothesis
 Be fair, don’t forget the post mortem!

@aureliepols
/detour about monetization
ask rene@mindyourgroup.com for the Excel sheet

@aureliepols
Example 2 – Merchandise Report

@aureliepols
Example 3 – Top Content Report

@aureliepols
Can we do this now with our Analytics tools?
 The Web Analytics tools we use don’t seem to handle real
world problems very well
 Chartbeat has made steps in the right direction but is
limited
 Google/Adobe Analytics have custom reports but I am
unconvinced for use by non analysts
 Visual Revenue was built around this idea
 Short/medium term solution
- Do anything you can to provide the end users with the
data they need to take actions

@aureliepols
What I will be doing this year
 I want my clients to be excited about analytics
 I want them open to the possibilities
 I want them using analytics themselves
 My starting point
- No longer aiming for the perfect implementation
- It will not be all about the big list of recommendations
- Instead – must add immediate value
- They must be able to take actions based on the data
 I can do all of the other fun stuff second…
 But a “See This Do That” approach for an immediate impact must be
the first step

@aureliepols
Planning: short, medium, long term

@aureliepols
Please remember than average conversion rates hover around 2 %
so what else can be done?

@aureliepols
See – Think - Do
 Start thinking about
customer lifecycles
 I’m not an impulse buyer?
Are you?
 Coddle your customer

@aureliepols
Source:
http://www.kaushik.net/avinash

@aureliepols
Other things you should start thinking about
 Outlier alerts
- For traffic
- For conversion rates
- For any anomalies: my bank accounts in $ & Swiss
Franks
 Customer (dis)atisfaction & customer surveys, some call it
voice of customer (VOC)
- Tag, classify & report on (text) comments
- Link back to analytics tool to see how many
visitors have been confronted with the issue

@aureliepols
After all this blabering, what I’ve been working on

@aureliepols
Bridging worlds in Digital Marketing

@aureliepols
I use data to serve my purpose(s)
Source:
http://www.mindyourpr

@aureliepols
The evolution of Breach notification
http://www.informationi
sbeautiful.net/visualizatio
ns/worlds-biggest-data-
breaches-hacks/

@aureliepols
Human error causes most data breaches
Source:
http://www.coold
ailyinfographics.co
m/post/data-and-
security-breaches
@aureliepols

@aureliepols
Always ask yourself these 3 questions & keep your job
 What data am I collecting?
- PII vs. non-PII
- Persönlich ↔ Pseudonym ↔
Anonym
 Who has access to this data?
- Both persons & tools
 Where is the data stored?
- SafeHarbor vs. Binding Corporate
Rules

@aureliepols
Source:
http://www.fanp
op.com/clubs/the
-good-
wife/images/250
49423/title/good
-wife-special-
alicia-season-3-
photo

@aureliepols
Thank you for your time!
Aurélie Pols
Something (Digital) Analytics Europe
Chief Visionary Officer & Founder
@aureliepols –

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